SEA: health supplements market share by category 2025| ��ƽ��

Market share of health supplements in Southeast Asia in 2025, by category

Characteristic	Market share
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Release date

December 2025

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Region

Asia, APAC

Survey time period

January to June 2025

Supplementary notes

Based on first-hand data on Southeast-Asian market performance from Shopee and Lazada.

Health supplements sold on Southeast Asian e-commerce platforms were divided into five categories based on industry classifications and e-commerce market categories. The categories are as follows:

Nutritional Supplements: diet/weight loss, probiotics, sport supplements, others;
Beauty Supplements: antioxidants, collagen-based, hair loss, skin-related, others;
General Health Supplements: amino acids, bee-related, minerals, multivitamins, vitamins, others;
Specialty Supplements: bones and joints. cardiovascular and brain health, female health, liver detox, pregnancy, sex and men's health. sleep, stress, vision, others;
Herbal Supplements: 88 herbal supplements including evening primrose, chlorophyll, stevia, acerola and more.

Citation formats

In 2025, nutrition supplements accounted for just under ** percent of Southeast Asia's market share of health supplements. Nutritional supplements include supplements for diets or weight loss, probiotics, and sports supplements. That same year, beauty supplements accounted for approximately ** percent of the market share in Southeast Asia.

Health supplement market in Southeast Asia

Due to growing consumer awareness of health and well-being, the dietary supplement market in Southeast Asia has experienced significant growth in recent years. The market includes various categories such as vitamins, minerals, herbal supplements, sports nutrition, weight management products, and functional foods. In 2023, Indonesia topped the market for health supplements, reaching a value of over *** million U.S. dollars, followed by Thailand and Vietnam. Among the various categories of nutrition supplements, weight management supplements accounted for the largest market share among nutrition supplements in the region, holding over ** percent of the market share.

The rise of social commerce in the health supplements market

Social media's increasing impact has transformed the way Southeast Asian customers buy health supplements. Brands can now actively interact with consumers through platforms like Facebook, Instagram, TikTok, and other social media channels, making supplements more accessible and appealing to younger, tech-savvy consumers. In 2024, Thailand was the largest market for health supplement sales on TikTok in Southeast Asia, accounting for the highest sales revenue share. With digital usage continuing to rise throughout the SEA region, social media-driven supplement sales are predicted to grow even more, delivering new prospects for both domestic and international businesses.